The Brand
    Guidelines

    01  

    Overview

    Our purpose is to create the space that enables extraordinary things to happen.

    SEGRO was founded in 1920. Whilst our history is fascinating, it is the business we have become today that is relevant for these guidelines.

    Our purpose is to create the space that enables extraordinary things to happen. This is the essence of why we exist and it’s the driver that unites every single person at SEGRO. This is no fanciful claim – you will see how proud we are of our work and how it positively affects our customers and communities across much of our marketing and communications. It is the focus that allows people to emotionally engage with us. It is our point of difference. And it is central to how we think about ourselves.

    Caption

     Everything shown here has been produced or stored in a SEGRO facility.

    We define ourselves as a creator brand archetype.

    Our marketing and communications activity is designed to consistently and coherently deliver the message to all our audiences that SEGRO is a creator brand – in other words we are an enabler: helping others to succeed and, as such, a force for good.

    Our ambition is to be the best property company.

    As both a creator of exceptional buildings and an enabler of extraordinary things, our ambition is to be the best property company, and the partner of choice for our customers and other stakeholders.

    02  

    Identity

    Our purpose and values are well embedded in the business and form the basis of our workforce policies. They help to unify us and describe the core beliefs about how SEGRO does business. They are a universal language across our business and the countries in which we operate.

    03  

    Visual Presentations

    We use PowerPoint as the base for all visual presentations, unless agreed in advance with brandguidelines@segro.com.

    When producing PowerPoint presentations, only use the agreed design and layout templates which can be accessed through SEGRO’s digital library (MySEGRO library), allowing access to all property/asset and people photography.

    04  

    Digital

    Digital encompasses a wide range of channels. As such, in many cases design rules and restrictions have already been built into the appropriate systems but for all others certain considerations should be taken.

    For typography and colourways: please see the Identity section in these guidelines. N.B. all website content should ideally use predetermined CSS colours and not use HTML to create unauthorised colour palettes. However, in certain circumstances and with permission from the brandguidelines@segro.com, these can be overridden to meet a specific campaign’s branding.

    Imagery: all images must be sourced from SEGRO directly via the digital library (MySEGRO library) or through the SEGRO Marcoms team. All imagery used on digital channels should be formatted for the specific medium at the specific dimensions and resolution. Photography must adhere to the ground rules contained within these guidelines.

    SEGRO.com and other proprietary websites

    SEGRO.com uses a defined style and form for our CMS templates and web assets / properties. Combining set visual styles and template modules, it creates a cohesive brand experience across all our websites and all micro-sections sit under the SEGRO.com umbrella site. The responsive grid is part of the design. Content uploaders must not deviate from the modules provided without approval and must not utilise unauthorised scripting under any circumstances.

    Domain Strategy

    All sites should be contained with SEGRO.com. In some cases, we do allow standalone sites as long as approved by brandguidelines@segro.com in advance. However, for marketing purposes, we can utilise 301 redirects for URLs to allow domains such as SEGRO.com/XXXXX and repoint to the specific page via the list of 301s that is managed in the CMS.

    05  

    Signage

    Overview

    As the owner of many property assets, SEGRO commissions a lot of signage, both temporary (e.g. for leasing purposes) and permanent (e.g. for wayfinding reasons within an estate).

    Below is a general summary and underlying principles of our wayfinding system for your reference. For more detailed, printable guidelines and plans see the links to the right.

    Image 1
    Image 2

    Naming Conventions

    All our assets must follow one of four naming conventions as follows:

    SEGRO PARK

    For an estate (i.e two or more separate buildings on the same designated area) that is likely occupied or likely to be occupied for not purely logistical purposes.

    SEGRO
    PARK
    GREENFORD NORTH

    SEGRO Logistics Park

    For an estate (i.e two or more separate buildings on the same designated area) that is likely occupied or likely to be occupied for only logistics purposes.

    SEGRO
    LOGISTICS PARK
    NORTHAMPTON

    SEGRO Centre

    For a single building that is not on a designated SEGRO estate and in a single storey design that is occupied or likely to be occupied only for not purely logistics purposes.

    SEGRO
    CENTRE
    RIVER ROAD

    SEGRO Logistics Centre

    For a single building that is not on a designated SEGRO estate and in a single storey design that is occupied or likely to be occupied only for logistics purposes.

    SEGRO
    LOGISTICS CENTRE
    PURFLEET

    SEGRO Park

    SEGRO Logistics Park

    SEGRO Centre

    SEGRO Logistics Centre

    The above naming conventions apply to all SEGRO assets unless:

    • There is a compelling and unchangeable reason not to.

    • It is a Joint Venture (JV) situation where the JV partner insists on an alternative name.

    • We determine, at a later stage, to add another type if the need arises.

    Acronyms

    SPT

    SEGRO Park Tottenham

    SLPEMG

    SEGRO Logistics Park East Midlands Gateway

    STE

    Slough Trading Estate

    Detailed Guidelines

    For more information, detailed plans and specifications, see the link below:

    Download Icon

    Download permanent signage guidelines

    06  

    Building Livery

    These are rules that must be adhered to in the creation of livery for all assets.

    These rules are in effect from 1 January 2023. All usages of any aspect of the SEGRO brandmark must conform with the SEGRO Brand guidelines.

    These rules replace any previous versions that deals with the livery on SEGRO assets, either fully or part owned or assets of a joint venture/partnership involving SEGRO.

    Rules

    Development pipeline

    • For a single building: on the fascia of the building (preferably on the upper right-hand side)* must display at least one full “SEGRO” or, if not permissible, then one red “O”.

    • For all estates (i.e. a development of more than one building, irrespective of use type): must have a “SEGRO” (or “O” if “SEGRO” not permissible) on the fascia of the most visible building on the estate, preferably on the upper right-hand side . For every other building on the estate, each must display at least one single red “O” (preferably on the upper right-hand side).

    • The “SEGRO” or “O” display must be illuminated.*

    • All properties must feature an element of SEGRO Red on the exterior of the building, in addition to the “SEGRO” or “O”. All properties differ, so there is no definitive guide as to specifically what the red element should consist of but, as a rule of thumb, the bigger the property, the greater the amount of red. As a guide there must be sufficient SEGRO Red colour (see definitions below ,– point 10) to be visible from 50m but no less than 5% and, preferably, 10% of any single facade should feature SEGRO Red.*

    *subject to planning permission granted.

    Standing Stock

    Within 12 months of a lease event (i.e a letting, rent review or expiry):

    • For a single building: must display at least one full “SEGRO” or, if not permissible, then one red “O” on the fascia of the building, preferably on the upper right-hand side.*

    • For all estates (i.e. a development of more than one building, irrespective of use type): must have a “SEGRO” (or “O” if “SEGRO” not permissible) on the fascia of the most visible building on the estate, preferably on the upper right-hand side*. For every other building on the estate, each must display at least one single red “O” (preferably on the upper right-hand side.*

    • The “SEGRO” or “O” display must be illuminated.*

    • For refurbishments that are termed “substantial” (i.e. more than 50% of replacement costs): they must feature an element of SEGRO Red on the exterior of the building, in addition to the “SEGRO” or “O”. All properties differ, so there is no definitive guide as to specifically what the red element should consist of but, as a rule of thumb, the bigger the property, the greater the amount of red. As a guide there must be sufficient SEGRO Red colour (see definitions below – point 10) to be visible from 50m but no less than 5% and, preferably, 10% of any single facade should feature SEGRO Red.*

    *subject to planning permission granted.

    New acquisitions

    (i.e. existing buildings) Within 12 months of acquisition:

    • For a single building: must display at least one full “SEGRO” or, if not permissible, then one red “O” on the fascia of the building, preferably on the upper right-hand side.*

    • For all estates (i.e. a development of more than one building, irrespective of use type): must have a “SEGRO” (or “O” if “SEGRO” not permissible) on the fascia of the most visible building on the estate, preferably on the upper right-hand side*. For every other building on the estate, each must display at least one single red “O” (preferably on the upper right-hand side).*

    • The “SEGRO” or “O” display must be illuminated.*

    • For refurbishments to new acquisitions that are termed “substantial” (i.e. more than 50% of replacement costs): they must feature an element of SEGRO Red on the exterior of the building, in addition to the “SEGRO” or “O”. All properties differ, so there is no definitive guide as to specifically what the red element should consist of but, as a rule of thumb, the bigger the property, the greater the amount of red. As a guide there must be sufficient SEGRO red colour (see definitions below – point 10) to be visible from 50m but no less than 5% and, preferably, 10% of any single facade should feature SEGRO red.*

    *subject to planning permission granted.

    Exception in Poland

    • For buildings in Poland, the preference is to have “SEGRO” but if that is not permissible, two black “O”s and one red “O” should be used instead (n.b. an “O” in Poland denotes a womens’ toilet).*

    * subject to planning permission granted.

    Livery for JV/Partnership assets

    • SEGRO branding should, where possible, take preference in JV or partnership situations. As such these rules should be adhered to.

    When we sell a building

    • It must be written in to the legal contract that, within three months of the completion of the sale, all SEGRO branding must be removed from the building/estate.

    Freehold/turn-key sales

    • These properties are exempt from these rules and should not feature any SEGRO branding.

    Pre-agreed identified sales

    • Future development projects which are earmarked as a sale in the current MTP are to be excluded from these rules.

    Customer branding

    • We will only permit customer branding on our assets IF this has been agreed by brandguidelines@segro.com .

    Resources

    Here you will find everything you need to create SEGRO branded assets.

    If you run into any issues with the files, please get in touch with our marketing team.

    Downloads

    Download Icon

    Download logo files
    (ZIP, 3.85mb)

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    Download permanent signage guidelines
    (PDF, 21.42mb)

    Download Icon

    Download powerpoint templates
    (PPTX, 52mb & PPTX, 17mb)

    Image Repository

    You’ll find a comprehensive database of our corporate and asset imagery at the below link. For any specific requests or to consult on commissioned photography, please get in touch with our marketing team.

    Download Icon

    Access the repository

    Get in touch

    For all enquiries or assistance,
    please contact the brandguidelines@segro.com